Low conversion rate, high ticket item... but not THAT high
-
Oh great mozzers, I fall at your feet... I feel like I'm going insane...
My client, 35 Degrees (http://35DegreesSteaks.com) is quite the mystery. I handle SEO and paid search for them, and we're doing great in those areas... however, we're just not seeing the conversions once I deliver these folks to the site.
The people are targeted, the keywords are sound, and from what I can see, the checkout process isn't a mess... but they are just not getting the sales.
We're currently starting to test some price points with some newer, lower cost "intro packages", so we'll see if that's one of the pain points. I'm also in the process of convincing them to include a Verisign or some other logo in the checkout process.
However, I was hoping the great minds here could take a quick look and see if I'm missing anything else.
Thanks in advance!
Jeff
-
Thanks for the advice... I have considered suggesting a different form layout, but since I've seen so many similar ways out in the wild, it's hard to tell (we tested a one pager while I was at Napster and it flopped, yet had success other places, so you never know).
What's a high bounce rate for a cart these days?
-
Aside from what Ryan pointed out, I made it to the checkout page and felt very overwhelmed with all the information being asked. For the novice web user, they may also be confused as to some steps appear side by side, while others take up both columns. Maybe do some split testing on this page. For example, maybe use Ajax to hide all the required data for each step, and it simply gets expanded when clicked on? Would make the user feel less overwhelmed and at the same time able to easily see how many steps are needed to complete the checkout process?
Also, do you have a rather high bounce rate for the checkout page (/cart/basket/)?
-
Thanks, Ryan!
- Totally agree on the trust seals... I'm trying to move those up and into the checkout process as well (plus doing a test with Verisign).
- I wish it was a small price to pay... I'm fighting this one right now, but let's just say that $20 for shipping within CA is a right bargain compared to reality.
- There may be something to this... we've tested different copy on the home page recently, but to no avail. Will just keep trying on this front.
- On the containers, now that's an interesting insight... have to discuss this further with the client.
Thanks again!
Jeff
-
Hi Jeff.
A few thoughts after looking at your site.
-
your trust seals are in the footer, very small and almost impossible to see as the color matches the background. Knowing information like your site is a member of the BBB and you have "Certified Angus Beef" can only benefit your conversion rate. The primary reason I advise clients to add trust symbols to their sites is for conversion rates. Double their site and use colors. An example I like is www.vzw.com.
-
Consider adding a special offer or some incentive for customers to order? "Free shipping on your first order". I realize shipping is a large expense for the company, but if you are offering an exceptional product and service, then it's a small price to pay for earning a customer who could potentially re-order on an ongoing basis.
-
Perhaps a bit of salemanship on your front page. I don't specialize in marketing but I feel your home page lacks any clear incentive to order. Why should a consumer pay a minimum of $185 and fill their freezer with a lot of meat when they can purchase fresh meat from the grocery store every week? I am sure you have a good answer but perhaps you should let potential consumers know on the home page.
-
I read the shipping information and learned you have special containers which somehow keeps the meats cold for 48 hours. I feel some form of education on this topic may be needed upfront. As a consumer, I am not educated on your product and I don't understand how you can keep meat properly chilled as it ships for 48 hours. I am sure you can educate me but it's important you educate potential customers upfront and not make them dig for the information.
I very much agree with Jason on the A/B testing and CrazyEgg.
-
-
At this point, they haven't tried any conversion optimization methods because we can't even see what would be holding anybody back.
Not that I would ever think that they're perfect, but at first blush, I can't see anything that would stop me from checking out.
I guess that's the real crux of this question... where should I even start? What do you folks see as possible show stoppers for the checkout.
The tracking tool is secondary (I've made GA and a bunch of others work on this task)... I really just need to know the pain points.
-
What have you tried in terms of conversion optimization? I would strongly suggest using a tracking tool (like crazyegg - i'm in no way associated with the company) and/or A/B testing to determine what it is that people like and do not like..
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Do the clickable images on pages are bad that they will increase bounce rate and distract users?
Hi Moz community, I'm trying to get some helpful answers on this. We are planning to employ clickable images on our website pages which opens in new tab if users click on them. This is to make sure that they can see the large screenshots of our product. I wonder will this increase the bounce rate and drop the rankings. Please share your experience and guidance on this. Thanks
Conversion Rate Optimization | | vtmoz0 -
Are website optimization and conversion rate optimization roughly the same thing?
This is mostly a semantics question, but I also want to check that I have a basic understanding of the two concepts. Are the two terms more or less interchangeable or are there any crucial differences? I always thought of website optimization as the complementary partner to SEO. While the ultimate goal of SEO is getting people TO your website, website optimization is focused on refining your website so that those people STAY on your website. When I think of conversion rate optimization, I'd imagine that's pretty much the same goal. Refining a website so that more people stay and ultimately convert (buy something, subscribe to a newsletter, etc). Is my understanding of one (or both) of them flawed, or is it six of one, half a dozen of the other? Thanks!
Conversion Rate Optimization | | BrianAlpert780 -
Track bounce rate per PPC keyword
Hi all Wondering if anyone could give me a nudge in the right direction with this please. When running an adwords campaign is there a way in which one can track the bounce rate on the landing page per keyword sending paid traffic? I've had a play about in adwords and GA and couldn't find the right option. The site I am sending traffic to is not a ecommerce site so cannot set up conversion tracking so we are going to monitor the bounce rates of different keywords and drop the ones which are bouncing much higher than others as it seems better to invest the budget in those words which are keeping people on the page for longer. Many thanks Carl
Conversion Rate Optimization | | carl_daedricdigital0 -
Is it Easier to rank High Authority Websites?
I have been doing SEO for several years and I know LOTS of things play into factor when it comes to rankings, but what's your thoughts on ranking pages on a high authority websites vs a fairly new website? I'm thinking about buying an old domain and building links to it, rather than continuing with my fairly new domain. Do you think I have a better chance taking this route??
Conversion Rate Optimization | | aldona000 -
What is the B2B Benchmark for PPC Landing Page Conversions
I work for a B2B software company and have recently begun implementing PPC via Adwords. I was wondering what you guys use as a standard benchmark for a successful landing page, specifically conversion rate? Conversion rate being defined as someone clicking to the landing page, then clicking on a link or filling out a form on the landing page.
Conversion Rate Optimization | | Manseo0 -
Landing page experts, for lead gen conversion
If I am wanting to hire a conversion expert, especially for PPC landing pages in the insurance space. Do you think that the expert should be specific to the insurance space or just to landing pages to get the maximize conversion optimization?
Conversion Rate Optimization | | jdcline0 -
Conversion Rate Optimization (CRO): Best Approach/Plan Documentation
Hey Mozzers - First off, I am well aware of what CRO is, its benefits, and why it is essential for any inbound or performance marketing campaigns. However i am a total newbie at the actual planning and implementation of CRO, so any advice/feedback on the questions below are much appreciated! When planning a CRO experiment/test what is the best way to document it? Should i develop the full plan ahead of time laying out each element? If so, what elements should i include in this plan? What are the KPIs i should report on? What tools should i use for reporting (i was thinking a blend of Google and Clicktale)? Any lessons learned through out your campaigns? Thank you all so much for your input! Regards - Kyle
Conversion Rate Optimization | | kchandler0 -
Conversion Rate - site feedback
Hi We gave a website a bit of a facelift last nov with the aim of increasing its position within Search Engines and getting it to begin making sales. The site: www.funkyfootstools.com is now moving in the right direction for its keyphrases, footstools and ottomans although it still needs some work. The issue I have is that from the visitors that come to the site, the stats prove they have a look around, they are just not purchasing - I am not sure if this is because of the layout, ie. usability or if there is something else. Any ideas & feedback would be greatly appreciated. Thanks Carl
Conversion Rate Optimization | | keane-1145170